Nokia is thinking that Nokia phones [specifically, Nokia phones that aren't getting MeeGo for free as a late lifecycle update] will have a lovely UX layer on top of the reference system and thus consumers will see that there's more value in buying a MeeGo phone from Nokia than the average non-Nokia MeeGo phone. Much the same as HTC was thinking when they created TouchFlo, SenseUI, etc. Made other Windows Mobile 5+ cell phones look bad.